Recreational diving is experiencing an expansion moment in Spain. What a decade ago constituted a type of seasonal entertainment associated with the summer season, has today become a sector with enormous potential for economic development. According to the study “worldwide … The economic impact of diving tourism. Recreational diving tourism generates between $8.5 and $20.4 billion annually worldwide, with an estimated employment impact of more than 120,000 direct job opportunities. The blue economy, a concept that brings together sustainable activities linked to the sea, already represents 1.3% of global GDP and could double within a decade, according to the UN report. Union Report for a Sustainable Blue Mediterranean Economy 2024. In this context, recreational diving is one of the branches with the greatest potential for growth. Spain, with a coastline of 7,900 kilometers and more than a thousand diving centers, aspires to capture an increasing portion of that global market.
“The calculation is simple: a diver spends an average of 250 euros per day and usually spends longer days in the destination than a traditional tourist,” explains Francisco Salado, president of Costa del Sol Tourism. He continues: “If the offer was diversified towards high-value marine activities, such as underwater photography, archaeology, environmental conservation or technical training, income could increase without putting more pressure on the area. We have a treasure under our waters that we must care for and appreciate.”
Andalusia and the Canary Islands are leading this strategy in Spain. This community, with the support of the Regional Council of Malaga and the Andalusian Maritime Community (CMMA), launched the so-called Blue Path in 2024, a plan that links ports, reserves and sinking points with geolocation technology and digital narratives “to tell the sea with data and sensitivity. Technology allows us to narrate the natural and cultural history of our money in an accessible and safe way,” explains Javier Noriega, president of the CNMA. For its part, the Canary Islands have been promoting a tourism experience program since 2023, with diving as the main product. The program promotes dive centers, underwater routes and events that highlight the marine biodiversity and volcanic strata of the archipelago.
Sustainability
From a business perspective, sustainability translates into competitive advantage. Green certifications – such as ISO 14001 or the responsible diving seals promoted by ABRE (Spanish Recreational Diving Association) and FEDAS (Spanish Federation for Underwater Activities) – allow for subsidies and attract a more aware tourist. Turespaña studies confirm that 69% of European travelers give priority to destinations with active environmental policies.
Technology is making its way into a lot of this sector’s offerings. Integrated control bottles, LED lighting or hybrid receptacles reduce energy consumption and operating costs, improving profitability. Intelligent dive computers, capable of safely calculating a dive profile, gas consumption or decompression, are now an everyday item. The new models include OLED displays, Bluetooth connectivity, and pressure or temperature sensors. “Diving is experiencing a silent revolution,” says Mark Mayoral, Head of Water Sports at HEAD Group in the Iberian Peninsula. The equipment is lighter, connected and sustainable. “The user is no longer just looking for emotions, but for information and security.” Added to this trend is the emergence of underwater augmented reality, which allows the overlay of data related to animals, roads or shipwrecks during diving, and biometric monitoring systems, which measure heart rate or oxygen saturation. Innovation is also reaching the surface: drones and autonomous vehicles are helping to plan dives and record environmental impacts.
This sector generates between $8.5 and $20.4 billion annually globally
Digitization has reached centers and schools who can now modernize their management using platforms such as Bloowatch or Diviac, which integrate bookings, equipment maintenance, insurance monitoring and digital logs for divers. Digitization reduces administrative tasks and improves traceability: According to ABRE data, centers that adopt management software reduce costs by up to 25% and enjoy better customer loyalty.
The startup movement has also found fertile ground in the blue economy. In Cádiz, the Buceo Conciencia Foundation, incubated by Incubazul, combines tourism and science: it organizes group diving trips throughout Spain to record biodiversity data and raise awareness about marine conservation. From Catalonia, the BlueForce Academy offers advanced training in digital equipment maintenance, dive data management and connected emergency protocols. Its courses in a blended format (online theory and in-person practices) anticipate the future of underwater training. In the technological field, Marine Vision SL, based in Almería, develops optical and communications systems for professional and recreational diving. Underwater vision sensors allow you to map the sea floor and assess the condition of meadows or coral reefs.
They all share a common denominator: innovation applied to the sea and sustainable business models. This is also the goal of the Incubazul Group: to encourage start-ups and innovative initiatives related to the sea and marine resources, such as renewable marine energy, blue biotechnology, sustainable tourism, smart fishing and coastal management. This cluster, based on the Cádiz Free Trade Zone, is part of the high-technology incubator program promoted by INSEAD and co-financed by EU federal funds and has already attracted more than 60 business projects related to marine energy, coastal tourism, biotechnology or ocean monitoring technologies.
Marine data
Digitization is also creating a new asset: marine data. Each dive generates information about temperature, visibility, animals, currents or environmental influences. This data, processed in aggregate, can be used for reserve management, risk forecasting or scientific research. “The future of diving depends on data,” says Josep Luis Massoit, president of ABRE. “We can turn every dive into a useful observation point for science and security, always ensuring the privacy and quality of the record.”
Diving tourists spend more than 250 euros per day and stay longer at their destination
Recreational diving is intensive in specialized talent: instructors, guides, technicians, boat operators, photographers or maintenance engineers. In Spain, it provides more than 5,000 direct jobs and thousands of indirect jobs, with strong seasonality but increasing professionalism. Digitization expands the scope of work. New profiles are needed – from marine data analysts to diving software developers – boosting the highly qualified blue-chip recruitment segment.
Startups also contribute to this training. BlueForce Academy trains trainers in digital management; Diving Conscience is trained in marine citizen science; ABRE promotes safety and sustainability modernization programs.
Despite its potential, the sector faces structural challenges. The companies are demanding harmonized regulatory rules among autonomous communities and greater financial support for equipment modernization. The initial investment in technology remains high, and competition with cheap entertainment requires that the added value of diving be better communicated. Professionalism is also key. “Safety depends on equipment and training,” Masoit explains. “We need clear, recognized standards so international tourists know what to expect.”
A pillar of tourism
In the blue economy, recreational diving is more than just an underwater adventure: it is a laboratory for innovation, a generator of qualified employment, and a tool for environmental conservation. The Spanish seabed offers the perfect combination of biodiversity, heritage and technological connectivity. If the sector enhances its professionalism and attracts investment to continue innovation, it can become one of the pillars of sustainable tourism in the future. As Francisco Salado summarizes, “The best way to preserve the sea is to make its care also a source of prosperity.”